As testament to its mission of integration and building bridges between countries, IIFA (International Indian Film Academy) will spearhead a charity initiative in Sri Lanka as a part of the IIFA Weekend and Award celebrations in Colombo. Recognizing the magnitude of the recent conflict in Sri Lanka, the IIFA Charity Initiative, in conjunction with the Sri Lanka Cricket Board, Habitat for Humanity and UNICEF, aims to positively impact those affected in the country. Identifying with the aims of the initiative, Indian cinema star Salman Khan has agreed to be the brand ambassador of the IIFA Charity Initiative.
After the success of IIFA in Macau, Lara Dutta, Riteish Deshmukh and Boman Irani will once again don their roles to play hosts for the IIFA Awards 2010. Both Lara and Boman will play hosts for the fourth time at the Awards, while this is Riteish's third time teaming up with funny man Boman Irani.
Through the efforts of IIFA, the UNICEF and the Sri Lanka Cricket Board, contributions of financial resources are being made to the "Cricket for Change" project by which former child soldiers are being rehabilitated. These child soldiers who have borne the scars of war are being educated, cricket-trained and will also get an opportunity to participate as volunteers. The charity cricket match between Indian celebrities and Sri Lankan
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